It took lingerie purveyor and Halloween Costumes manufacturer Yandy just 3 days to go from plan to product execution on its Se.xy Op-Ed Anonymous Halloween costume for the 2018 season. “The timeline is usually critical, and we work very quickly on these,” Pilar Quintana-Williams, Yandy’s v . p . of merchandising, told CNBC. “We now have an ‘all-hands-on-deck’ mentality during Halloween season.”
Predicting the most popular trends for those Hallows Eve could be tricky for retailers, and full of potential political pitfalls as Yandy learned using its Brave Red Maiden Costume. Fashioned right after the popular Hulu show “The Handmaid’s Tale,” the costume was yanked late recently after customers accused the company of se.xualizing “a show about misogyny and rape.”
With fickle customer tastes as well as a flub generating immediate backlash on social media marketing, the key for retailers is speed, Quintana-Williams said, declining to comment on the Brave Red Maiden. That’s true in ramping up production and removing problematic costumes from the shelves. Yandy’s “Se.xy Op-Ed Anonymous” costume was based on an opinion piece published Sept. 5 inside the New York City Times written by an anonymous senior aide in the Trump administration who claimed to be “portion of the resistance” working to thwart President Donald Trump.
Quintana-Williams said the concept arrived at her right after the op-ed begun to dominate the news that week. It’s now ready for purchase on Yandy’s website – taking under a month to travel from idea to consumer. “The struggle whenever we the group have these ideas is how to create a costume which will resonate with our customers and will still be relevant,” Quintana-Williams said. “The timeline is always critical, and we work rapidly on these.”
For some Adult Halloween Costumes suppliers, identifying these trends may be somewhat of a guessing game.
Brad Butler, CEO of Halloween Express, said buying decisions start right after the vacation and continue through March. “So there’s enough time to hold the product made and shipped through the ocean to the U.S. market,” he said. “It’s unachievable to predict with certainty what is going to be popular or trendy. If only we might,” he said.
Licensing restrictions also constrain retailers from quickly making costumes of popular celebrities or movie characters, he explained. Halloween Express sells greater than $50 million annually in costumes as well as other items on the internet and at its 130 seasonal store locations over the U.S. They could travel that through making celebrity Halloween “kits” using items the actor, singer or politician could be noted for and packaging them together for sale.
“The thrown-together celebrity kits usually are carried out using look-a-like pieces or pieces that closely resemble something the celebrity was noted for,” Butler said. “In Michael Jackson’s case, a sequin glove was easy oknqdh to use to get the idea across.”
Disguise Costumes, which bills itself since the world’s leading costume company, licenses ideas from Hasbro, Disney along with other movie studios so its turnaround time is slower. However, when 2012 presidential candidate Mitt Romney proposed to consider away government funding for PBS, home of popular children’s show “Sesame Street,” need for Sexy Halloween Costumes For Women rose, said marketing director Bernice Nesbit. A few of the company’s most widely used costumes this coming year are characters and items through the summer blockbuster hit “The Incredibles 2.”